Building a better burger brand
Smashburger
About
Smashburger
Founded in Colorado, Smashburger engaged Lola Red when it had only seven locations and was looking to enter the Twin Cities marketplace. After developing and executing a strategic grand opening plan that garnered media coverage and engaged the local community, Smashburger engaged Lola Red as their national agency of record. Lola Red helped take Smashburger from seven locations to more than 250 across the United States.
The Challenge: Launch and grow the fast-casual burger brand from seven to 250+ locations.
The Solution
Position Smashburger as a lifestyle brand rather than just another "fast casual" restaurant concept.
Winning the burger battle
Instead of targeting the foodies, we created a national lifestyle “better burger” platform which increased coverage opportunities and national media interest.
A mouthwatering development strategy
We developed thought leadership platforms that showcased the Smashburger leadership to the franchise community as well as created an external opening strategy that activated local business communities surrounding new restaurants.
Engaging communities to experience the sizzle
Developed Grand Opening strategy that engaged the hyperlocal community to develop raving fans from Day 1 in each market. For each Grand Opening, we engaged a ‘ceremonial smasher’ to christen the grill as opposed to a traditional ribbon cutting which created a media moment for the hyperlocal press and local community alike.
Creating a SMASHing influencer experience
We developed content-rich influencers programs including a concept that paired regional restaurants with the top local breweries to develop a beer and burger pairing menu that was unveiled by the influencers and the company's founder simultaneously.
The Results
Lola Red helped distinguish Smashburger as the better burger among competitors across the country and helped grow Smashburger from seven franchise locations to more than 250, all while engaging local community members to help spread the word of the company's smashing success.
250+
While working with Smashburger, Lola Red helped to open nearly 250 restaurant locations across the U.S. As part of these openings, Lola Red deployed its grand opening strategies to engage the community and drive awareness.
No. 1
Within the first two years, Forbes named the concept on its list of Most Promising Businesses and Inc. listed SmashBurger number two among Best Franchises.
100 million
Within the first 1.5 years working with Smashburger, Lola Red helped to garner more than 100 million media impressions nationally and regionally.
